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How GEICO use the principle of concreteness to make memorable ads

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Manage episode 478778051 series 3438351
Content provided by Consumer Behavior Lab. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Consumer Behavior Lab or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://staging.podcastplayer.com/legal.

GEICO have created some of the most effective US advertising in recent years. The GEICO gecko is one of the most popular characters in advertising. But what makes him so memorable?
In this episode we discuss Ian Begg’s research into concreteness which showed that people are much better at remembering visualisable things compared to abstract concepts. We argue that GEICO’s success has been driven by creating a brand mascot that physically embodies their strengths rather than trying to convey those abstract ideals directly.

  continue reading

65 episodes

Artwork
iconShare
 
Manage episode 478778051 series 3438351
Content provided by Consumer Behavior Lab. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Consumer Behavior Lab or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://staging.podcastplayer.com/legal.

GEICO have created some of the most effective US advertising in recent years. The GEICO gecko is one of the most popular characters in advertising. But what makes him so memorable?
In this episode we discuss Ian Begg’s research into concreteness which showed that people are much better at remembering visualisable things compared to abstract concepts. We argue that GEICO’s success has been driven by creating a brand mascot that physically embodies their strengths rather than trying to convey those abstract ideals directly.

  continue reading

65 episodes

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